Marketing Channels Model And Choice Of Chinese Electrical Household Appliances

The electrical household appliances(EHA) industry in China has made considerable progress during the last twenty years. The big foreign EHA enterprises will inevitably, with hi-tech and abundant capitals, go into the Chinese market, posing great threats to the local industry. China's EHA enterprise must grasp firmly the marketing and merchandizing if they want to survive this threat and to further develop. In view of the fact that there is very little difference in the quality of the EHA by various manufacturers, the choice of marketing channel is of decisive significance.This article first states the definitions of the marketing channels, then analyses how to, in light of the theory of competition, gain predominance in value chain activities by use of renewed marketing channels, and finally tells you how to change the advantage into marketing channel models. Further more, the article give a detailed analysis of the major marketing channels adopted by the present China EHA manufacturers, then present status and advantages.From the strategic angle ,we thoroughly analyst the developing topic for EHA, and give some advice and amendment on the strategic development. At last, we give a whole summary of this thesis, and draw a conclusion on the developing trend of EHA industry merchdizing China.